Posts Tagged ‘promoted’

Twitter continues to impress its supporters and critics alike. With 100 million active users, one billion Tweets published every day, and a fresh round of funding, Twitter’s monetization strategy continues to mature. In addition to licensing deals for its coveted fire hose and a future revenue stream tied to analytics, Twitter’s blue bird truly flies with the help of its expanding portfolio of Promoted products. The company is now releasing its latest offering, and it’s the most controversial product yet. New Promoted ads currently in a limited round of tests, hit streams even if users do not already follow the brand but are “like” those who do. Notoriously conservative in pushing ads to its fiercely loyal audience, this move represents a Mad Men moment for Twitter as it ventures into bold new territory.

In discussions about new media, you will often hear the division of media opportunities as Paid, Owned, and Earned media (P.O.E.M.). Over the years, I’ve studied the various categorization of media from a few perspectives, 1) that of traditional content creation, owners, budgets, and metrics, 2) how social networks cater to consumption and sharing, 3) how progressive businesses are approaching content strategies in social media and how they’re rethinking departments, intentions, metrics, and budgets, and 4) also how media opportunities are packaged and sold by each network and who’s buying them and why. In many cases, I’ve found that media is not limited to three groups, but instead categorized into five key segments: Paid, Promoted, Owned, Shared, and Earned. To visualize the model that reflects the state of new media, I once again partnered with my good friends at JESS3. The result…The Brandsphere.

The influence and promise of Twitter is only now starting to materialize. Everything that occurred prior to Chirp has lead us to this moment and as such, is almost worthy of categorization as BC (Before Chirp). Everything that happens now, is almost symbolic of a new movement (AC, After Chirp) and as such, it essentially starts a new chapter in the evolution of Twitter.

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.